Guardian Media Group is aiming to expand its digital media portfolio with the launch of Workthing.com, an employment website providing information, advice and a recruitment service targeted at all job applicants.
Enterprise IG has been working on the project for the past six months on positioning, naming and the development of navigation routes and structure. The site, which goes live this summer, is being built in-house at GMG.
Andy Baker is heading the new venture in his capacity as managing director, having left United News and Media where he was vice-president of corporate development. He says Workthing will offer job listings and headline content in the education, media and public sectors, with others being developed in the future.
“Our research with employees, employers and recruiters tells us there is a huge gap in the market for a site that is about the whole of employment life, not just about recruitment,” explains Baker. “Workthing will treat people like individuals by helping them to evaluate their working lives, aspirations and the best opportunities available.”
Enterprise IG creative director Martin Vintner-Jackson emphasises the need to design a “dedicated model to satisfy on-line demands” and the underlying calls for change in jobs and employment direction. “It will facilitate the change that people want or don’t want in their lives. They will be able to move vertically and horizontally through the dedicated software approach, allowing people to cross sectors more easily,” he says.
“We have developed a ‘thing’ language from the title which will be used on the site and in communication material, while there are 12 amorphous logos which are all similar, but reflect the notion of change.”
Bob Phillis, GMG chief executive, Guardian Newspapers chairman and Workthing.com chairman says the new business “fits perfectly with GMG’s strategy of adapting to markets quickly and professionally. I’m very confident it will be viewed as an invaluable resource both by employers and people seeking to manage their careers.”